But in order to succeed in the new world order of music discovery, radio has to do more than just play new music and new artists in the same unimaginative way it always has. And that’s where the digital tools come into play.
Reinventing music discovery is something any great radio brand can do. At its disposal are deeper richer resources from HD2 stations to mobile apps to Google Hangouts. All of these “gadgets” allow radio to bring the music closer to consumers, giving them a chance to vote and voice their opinions. The local music scene – very vibrant in many markets – could be showcased with its own mobile app, facilitating new relationships as well as sources of income for imaginative sales reps who work the hometown clubs and venues.